Skanska: Attract and acquire top-tier students

How do you enhance your company's reputation while increasing the volume of high-quality leads? Together with Skanska and our content partner Spoon, Trickle launched an annual extensive campaign to enable Skanska to create attention, collect leads, and build its reputation within a demanding target group.

Challenge

Skanska competes with leading construction, technology, and industrial companies for top engineering talent. To strengthen its employer brand and attract high-caliber students, Skanska needed a long-term strategy to boost visibility and drive quality applications.

Solution

Grensesprenger: A Competition to Inspire Future Engineers

  • Launched Grensesprenger, an annual competition where student teams propose circular solutions for the construction industry, culminating in a live final.
  • Executed a full-funnel distribution strategy across Meta, TikTok, Snapchat, LinkedIn, YouTube, Google Search, Display, and Out-of-Home (OOH).
  • Applied audience research and data-driven targeting to reach high-potential candidates.
  • Used test-and-learn optimization to refine content, placements, and messaging.
  • Leveraged geo-targeting and tailored content for universities to enhance relevance and engagement.

Results

+35k Visitors to the site during campaign period
#1 Skanska became Universum top ranked employer to students for the first time ever

Key Takeaways

  • 1

    Engaging Experiences Strengthen Employer Branding

    A hands-on competition like Grensesprenger set Skanska apart and attracted top talent.

  • 2

    Data-Driven Distribution Drives Participation

    A strategic mix of paid channels and continuous optimization ensured maximum reach and engagement.

  • 3

    Long-Term Employer Branding Yields Tangible Results

    Consistent efforts improved student engagement and boosted Skanska’s employer reputation in Universum’s rankings.

Helene Kvernaas

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